"Effective postcard marketing is not just something that you can fall into overnight. It takes several waves of postcard mailing and keeping track of results, and then changing postcards one small area at a time. Testing simply requires sending your postcard to only a few recipients at first and keeping track of how many respond. A successful response rate for postcards is 1-2%. After sending the first wave of postcards, you are ready to go back to the drawing board and review what worked and what flopped in your postcard printing. Here are some of the most important questions to ask when reviewing the effectiveness of your postcards.
1. Does your headline make an enticing offer?
Your offer should be packed full of benefits and show why your product or service is better than your competitors'. A vague headline will not provide the incentive that consumers need for making contact with your company.
2. Does the offer appeal to the lifestyle of your audience?
Be sure to send your postcard only to those recipients who will benefit the most from your offer. Once you know the audience, then you can be sure to tailor the entire design and message specifically to your clients.
3. Do you have a response incentive?
A response incentive is anything that will encourage clients to contact you. Be specific and tell clients exactly what you want them to do. Examples include providing a discount for visiting your website or a door prize for attending your event.
Once you have asked these questions, make the changes necessary and send the next wave to a larger audience. Don't make the mistake of losing track of results, though. The most successful postcard marketing campaigns are tested with every wave. So, grab a piece of paper, a pencil, your postcard, and your results report and get to work enhancing your postcard printing results.
